Sales Summit: US Recruiting Campaign

The Sales Summit was an internal Tractian event in Atlanta that brought together the sales team, people from hardware, the CEOs and investors, around the opening of the new Atlanta office. It was not open to the public.

With that many people in one place, marketing, product marketing and the video team planned a set of recruiting videos to shoot there, mainly to hire sales people in the US. The video team's manager organized the shoot with the US team and chose the freelancers who recorded it, and I took part in planning the logistics and what would be recorded.

The videos are employer branding for candidates, especially in sales. We had a reference for the mood, not a script, so the edit was mine to shape. The deadline was about a month for all the material.

Logging the interviews with AI

Each interview ran 15 to 20 minutes, and one Life at Tractian video alone had five people. I put them through the Interview Editor, my AI-assisted tool, and in about an hour every video was logged with the best answers selected. The internal team, who had the product marketing context, reviewed the picks and asked for almost no changes.

Motion and color to guide the eye

Everything was shot with a fixed camera. I used large titles and names that sit behind the person, and a color grade with soft, blurred sides to direct attention, with a faster rhythm and tightly fitted answers.

A more strategic cut for the CEO

In Building What's Next the CEO answers questions about the company and its moment. It has less motion and a different room, color graded separately, and the work was in choosing and ordering the answers so the narrative holds from the first to the last.

People liked the videos, and right after they were posted the sales and recruiting teams started sharing screenshots from Slack: messages and comments from people interested in working at Tractian. That kept coming almost daily for at least a week. I have no hiring numbers, because the videos were not part of a paid campaign and spread through many channels.

The summit also produced other material, such as videos for the Series D announcement. We used the team and the crowd in the same place to get as much material as possible.